I expanded the fairly broad cloud broker marketplace concept yesterday on LinkedIn. You can find that article here. It is the broader concept of cloud broker than is currently floating around the blogosphere but its closer to what I see really happening.
Where the broker represents both ingress and egress for its partner companies. It becomes also an ecosphere within the broker. The concept of incubation expands radically where the startup can consume virtually any services required as they are provided within the Broker Ecosystem. The entry point for a broker solution would be the broad solution catalog. Its more than the ITIL service catalog in that the solution catalog would allow members of the Broker Ecosystem to share services and resources with other members. This can be done securely with the broker managing the connection, payment and any other required services.
It does however add the complexity of vetting to the broker system. You would, in order to have a viable ecosystem have to vet organizations before they join. This separation would allow the broker to sell the traditional aggregation services to anyone, but the ecosystem would be by invitation only.
The ecosystem could be separated into distinct market segments. Such as having a solution catalog for emerging businesses that wouldn’t be as vetted as established companies. These companies could then benefit from the utility pricing for any number of services that they wouldn’t be able to purchase but could pay an hourly or daily rate for.
The ecosystem model allows the broker to charge less for the transactional nature of the connections they provide as a service. The connection to the various cloud service providers would be the base broker service that would have either the bulk or transactional pricing. The incubator for evolving companies would have a set cost. The mid-market companies would also have a set cost as would the large market companies. Each would have its own unique solution catalog. Services companies could advertise to potential customers about the various services they can offer. Printing companies can offer the services of printers and copy machines and so on.
As I have said it is a different model than simply aggregating cloud service providers. This model allows the broker to be an incubator while maintaining and supporting organizations that are established as well. The financial risk of the incubation would be any one month’s services that were not paid. There could quickly be a removal process by leveraging the other components of the overall broker concept including virtual directories and network segregation.
Using the capabilities of the modern switches and creating a fabric within the broker would allow for the complete segregation of organizations within the multi-tenant broker. The addition of support for extended IoT services would allow the organizations within the Broker to leverage many different levels of shared security services.
The evolution of broker’s to 2.0 and beyond is where the market will head eventually. Markets tend towards having brokers as they mature. Cloud Service Providers are maturing rapidly. Broker software is available and it is maturing as well. The next step is the rise of Broker 2.0.